haku: @author Deighton, J. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Deighton, J. |
| Otsikko: | How Snapple Got Its Juice Back |
| Lehti: | Harvard Business Review
2002 : JAN, VOL. 80:1, p. 47-53 |
| Asiasana: | DISTRIBUTION BRANDS MANAGEMENT ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | In the paper the author states that its number one priority: to repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. The author states that some brands just want to have fun, and from birth Snapple was one of them. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $14 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Snapple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers. |
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